National Museums Scotland Shares Social Media Strategies from Year-Long Experimentation

Megan Jones, Digital Content Manager at National Museums Scotland, presented five approaches for museums to improve their social media presence based on a year of testing. The strategies emphasize structured planning that allows for spontaneous content creation, low-resource production methods like iPhone filming, and building internal trust to enable authentic moments. Key successes included videos about the Carnyx and Orkney Hood that garnered millions of views, while the team also learned from less successful formats like animated explainers. The presentation was delivered at the Museums & Social Media Summit 2025, highlighting how cultural institutions can leverage digital platforms despite limited resources.